FirstBank, which has 17 branches in the Phoenix area and more than 100 in Colorado, wanted to create a contest to generate online buzz and awareness among small and medium-sized businesses in Arizona.
10 to 1 Public Relations worked with the Corporate team to create and coordinate an “elevator pitch” video contest where the company would award a $20,000 award to an Arizona based company, and another to a Colorado based company. All videos had to be submitted via an online website.
10 to 1 Public Relations handled all media outreach to promote the contest in Arizona, plus hand-picked and coordinated the judging panel of local business leaders and media industry leaders to narrow the list to the top 5. The FirstBank team also promoted the contest via social media and through postcard-sized signs in local bank branches.
10 to 1 Public Relations then announced the 5 finalists to the media, and announced the start of voting as the top 5 videos were posted on FirstBank’s Facebook page. The public was invited to vote for the ultimate winner. The companies were also encouraged to promote the vote to their customers and clients.
A small theater company in Glendale won, but 10 to 1 Public Relations made sure the announcement was a surprise worthy of media attention. The day of the winner announcement, FirstBank walked in, with media in tow, with a large oversized check and lots of balloons. The Glendale Chamber and the Mayor of Glendale were present as well. When the TV cameras were ready, we called out for them and we heard an amazing scream from the theater room, with several members of the troupe running out to us excitedly hugging, and literally crying in excitement. TV interviews were also set up the morning after and photos were sent along with a media announcement.
The second-place finalist was Co-Hoots, a popular co-working space with many tech startup businesses. 10 to 1 Public Relations coordinated media as it gave a second-place price of $2500 to the organization.
The contest generated more Arizona news stories and coverage for FirstBank than any other effort during 2015. Below is a sampling of stories (and the multiple version run by some papers over the life of the contest).
FirstBank was extremely pleased with the contest and the results it created. A similar event was created for 2016, with 10 to 1 Public Relations again playing a key role in the process.